What Is SEO and Why Is It Important?

SEO, or Search Engine Optimization, is all about improving your website so that it ranks higher in search engine results on Google, Bing, or Yahoo. This can include both technical aspects, like improving the website speed and making it mobile friendly, as well as creating content like blog posts and service pages. So why is this so important? 

According to the 2023 Customer Review Survey by BrightLocal, 98% of consumers use the internet to search for local businesses. But according to Backlinko, less than 1% of customers visit the second page of search results. So if you want to attract more customers, you need to meet them where they’re at. In other words, you need to get your website on the first page of the search results so that your potential patients will take notice. 

Some of the benefits of SEO for optometrists include:

• More web traffic: The higher your site appears on search engine results pages (SERPs), the more likely people are to click on it. SEO helps you rank higher, driving organic (unpaid) traffic to your site. 
• Higher credibility: Websites that rank well are often seen as more trustworthy and authoritative. 
• Cost-effective marketing: Compared to paid advertising, which only works as long as you’re paying for the ads to run, SEO provides long-term visibility. While it takes time and effort, once your pages rank well, they can consistently attract traffic without ongoing ad spend. 
• Targets the right audience: Optometry SEO helps your site show up when people are actively searching for services near them. If you live in Portland, for example, you want to focus on customers from Portland. Building your website around local SEO strategies can help you target local customers who need your services. 
• Competitive edge: Your competitors are likely investing in SEO. If you’re not optimizing your site, you’re missing out on potential patients who are searching for your services. 

How to Get Started

Now that you know why optometry SEO is so important, you’re probably wondering how to get started. While there are tons of different approaches to take, these are the top things we recommend for getting started. 

Keyword Research

Keyword research is the foundation of your SEO strategy. But what is a keyword? When someone uses a search engine, they start by typing a query into the search bar. This could be something like “Optometrists near me” or “eye doctor in SLC.” These phrases are called “keywords,” and targeting the ones your potential patients are searching for will help you reach them. 

In order to know which keywords to use, you’ll have to do a bit of research. While finding the right keywords might feel like searching for a needle in a haystack, there are tools and strategies that can help. 

How to do it:

• Look at competitors’ websites to see what keywords they’re targeting. This can help you know where to start.
• Use tools like Google Keyword Planner, Ubersuggest, or SEMrush to discover keywords. These tools will tell you how often the keywords are being searched for and suggest variations. You’ll want to target keywords that have a good amount of search volume without too much competition. 
• Focus on local keywords. For example, if you live in Phoenix, you want your keywords to target Phoenix customers. These keywords might be something like
  “Optometrist in Phoenix,” or “contact lenses near me.” 
• Use these keywords in quality content (more on this later). 

Technical SEO

Technical SEO focuses on making your website easy for search engines to crawl and index. Without it, even great content isn’t going to rank well. So how do you optimize your website?

1. Make your website mobile-friendly. Google (which is the most used search engine) uses mobile-first indexing, meaning it ranks your site based on its mobile version. 
2. Improve your site speed. A fast website makes for better rankings and happier users. You can make your site faster by compressing images, minimizing code, and using caching, among other things. 
3. Secure your website (HTTPS), as security is a ranking factor. Install an SSL certificate, which most websites offer for free. 
4. Use structured data (schema markup) to help search engines understand your content. For optometry SEO, make sure to add Local Business schema, Review or Rating schema, and FAQ schema for common patient questions. 
5. Use proper title tags, meta descriptions, and header tags (H1, H2, etc.) on all pages. These can help both search engine crawlers and potential patients understand the content on your page. 

Service Pages

Another important strategy in optometry SEO is creating pages for each service that you offer. This improves your website’s rankings while also making it easy to navigate. Service pages help you target specific keywords while also improving clickthrough rates. 

For example, you might have one page about eye exams in Salt Lake City. On the page, you’ll explain the service clearly, using Salt Lake City based keywords to target customers in the area. With a clear call to action, such as “Schedule an eye exam today,” you can turn website visitors into patients. 

Blog Posts

Now that you’ve done the keyword research, it’s time to create some high quality content with those keywords. Blog content helps target informational searches while also boosting your overall SEO authority. Basically, you want to create blog posts that answer common patient questions while including your keywords naturally. 

For example, you might write a blog titled “Signs You Might Need an Eye Exam.” You might use the keyword “eye exam in Sacramento” as your focus, and build the content around that. But beware: avoid content stuffing. This reads spammy to customers and can also cause Google to rank your site lower. 

Getting Backlinks

Once you have a solid foundation for your website, it’s time to start getting backlinks. But what are they? Backlinks are created when another website links to yours. They show Google that your website has some authority and can improve your rankings. 

However, you don’t want just any backlinks. You want them to come from credible sources, rather than sketchy websites. To get quality backlinks, consider:

• Joining local business directories, like your local Chamber of Commerce of medical directory. 
• Reaching out to local news outlets for health-related features. 
• Partnering with other healthcare providers for cross-promotion.
• Sponsoring community events or charities and asking for a link in return.
• Guest posting on health or wellness blogs. 

Optimize Your Google Business Profile

Another essential part of SEO for optometrists is your Google Business Profile. This helps your practice appear in Google Maps and the Local Pack. In order to optimizing your profile, you should: 

• Claim and verify your listing.
• Use your correct business name, address, and phone number (NAP). Make sure this is consistent with the information on your website and everywhere else you post. 
• Select accurate categories (such as Optometrist, Eye Care Center, etc.).
• Add quality photos of your practice and team.
• Post regular updates.

Reviews

Finally, a key part of your optometry SEO needs to be managing reviews. Some 95% of consumers look at reviews before making a decision. If you ignore this component, you’re missing out on an important way to gain new patients. 

Unfortunately, due to the human brain’s negativity bias, customers are more likely to leave a review after a negative experience than a positive one. In order to counteract that, you need to be proactive about asking for reviews. 

You can do this by:

• Asking satisfied patients to leave a review on Google after appointments. 
• Sending follow-up emails or texts with a review link.
• Responding to all reviews politely and professionally.

How to Choose an SEO Company for Optometrists



While you can absolutely handle optometry SEO on your own, it does take time and effort. For many optometrists, it’s worth it to hire an SEO company to do it for you. But not all SEO companies are made equal. So how do you find the right one? 

1. Ask about their local SEO strategy. You want a company that offers Google Business Profile optimization, local keyword targeting, local backlink building, and map pack rankings focus. 
2. Request examples and case studies. A reputable SEO company should be able to show you past success with local businesses, such as increases in website traffic and rankings. Be careful if they can’t provide real-world examples. 
3. Understand what services are included. Good SEO is a combination of keyword research, technical SEO, on-page SEO, link building, content creation, local SEO, and regular reporting. 
4. Watch out for companies that over promise. Be cautious if they guarantee instant traffic boosts and overnight success. Optometry SEO takes time, especially in competitive local markets. Look for companies that set realistic timelines (such as 3 to 6 months) for noticeable results. 
5. Look for testimonials, Google or Clutch reviews, and a willingness to provide client references. A trustworthy SEO company should have a track record of satisfied clients. 

The Optometry SEO Conclusion

Optometry SEO is a powerful way to bring local customers to your website. At Blaze Digital Marketing, we provide data-driven results that can help your website rank higher on SERPs and improve your online presence. We work with you to develop a unique strategy that is tailored to you. From quality content to technical aspects of your website, we handle it all. Claim your free audit today to see how we can help you outrank your competition!